The dilutables category showed a decline in volume in 2017 compared to 2016. All subcategories in the dilutables category recorded positive volume growth for the period under review, besides the cordials/squashes and bases subcategory. The exit of a player in this subcategory is one of the contributing factors to the decline witnessed in the dilutables volume overall. The exit of the player affected the market share for the subcategory in that it shifted from first place to second place, with dilutable dairy juice blends accounting for the largest market share for 2017.
The highest volume growth was recorded by the dilutable ice tea/sports drinks subcategory, where this was driven largely by private label dilutable iced tea. Dilutable iced tea is gaining popularity within South Africa and it is believed that there is untapped market potential in these variants.
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May 22, 2018